E-commerce giant Alibaba today announced a project to combat counterfeit and fraudulent food products that will include work on a blockchain-inspired pilot model that would be used by supply chain participants.

Blackmores and Australia Post have signed a memorandum of understanding with Alibaba relating to the project.

Alibaba said that a framework to combat food fraud would be piloted in Australia but eventually be rolled out around the world. The company is working with PwC on the project.

“Food fraud is a serious global issue that not only costs the food industry billions every year, but puts consumers’ health at risk,” said Alibaba Group Australia and New Zealand managing director Maggie Zhou.

“The signing of today’s agreement is the first step in creating a globally respected framework that protects the reputation of food merchants and gives consumers further confidence to purchase food online.”